Campaign magazine's "School Reports" is an entertaining annual feature in which agencies are rated out of 10 according to their performance in the previous year, and also asked to rate themselves. With the two numbers side by side, this starkly shows which Mad Men are the most deluded, ie have the biggest gap between Campaign's score and their own estimation: several, including Lowe and Nitro, are three points more bullish than the magazine's score. Rather likable, in contrast, are those few depressive houses who undersold themselves, such as Mother, which awarded itself only an 8 but was rated a 9 – are they sure they're in the right profession?
• Apologies to DraftFCB London, whom Monkey originally had as four points adrift – they are, in fact, only two.
